班博思市场营销培训资料（课件）.pptVIP

Tonight’s Class: January 14, 2004 Kenichi Ohmae “In business as on the battlefield… …the object of strategy is to bring about the conditions most favorable to one’s own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation… …and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way. Kenichi Ohmae “Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts… …and then reassembling them in the desired pattern is not a step-by-step methodology such as systems analysis. “Rather, it is that ultimate non-linear thinking tool, the human brain.” Kenichi Ohmae “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern… …using non-linear brainpower.” Tonight’s Agenda: Hand in Memo Assignment Pizza Positioning Project - Brief Review “A Swiss Army Knife for your brain” Strategic and Creative Thinking Lecture Form Agencies Client Presentation - Full Audio/Music Now Next Week - 1st Agency Presentations: Select Pizza - 3 Part Format Select Country - Strategy Selection Grid Problem Analysis - Full Audio/Music Now Assignments: Hand in Memo. Present Pizza!! Lecture: “A Swiss Army Knife for your brain…” Concepts We’ll Cover: M.O.S.T. The Strategic Triad Laddering FCB Grid “Exploding the Dot” Learn/Feel/Do Circle 4A’s to 4R’s MarCom Matrix GE Focus System Three Part Format Strategy Selection Grid “M.O.S.T.” The Strategic Triad: Laddering: The FCB Grid: “The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particul